SalesFUSION Webinar

The B2B email marketing class

SalesFUSION is the #1 platform for improving how companies attract, engage and close new customers. Sales and

Marketing Professionals worldwide use SalesFUSION to optimize the lead to revenue life cycle, by adding efficiency,

scalability and predictability to each step of the process. Through innovation and unparalleled service, SalesFUSION is revolutionizing the way that businesses acquire new

revenue.

Who is SalesFUSION?

About SalesFUSION

• Pioneer in lead to revenue management - the only MA platform built on a CRM database

• The best marketing automation platform in the industry for integrating marketing to sales

• 450+ Clients in 22 countries

• Known for unique approach to client services & training

• All-in-one approach to marketing platform

Today’s Session Agenda

• Trends in B2B Email Marketing

• Email Marketing – Back to Basics

• The content conundrum

• The 4 types of email campaigns

• Email marketing in marketing automation

• Beyond CTR – metrics that really matter

The state of email marketing

• 92% of online adults use email—61% on a daily basis, according to Pew Internet Project research.

• • Attitudes toward email marketing have improved, according to a Forrester Research study, which found that fewer consumers are deleting email marketing messages without reading them (59% in 2010 vs. 63% in 2008 vs. 73% in 2006).

• • A whopping 74% of online adults prefer to receive corporate communications via email instead of social media, direct mail, text messaging, or phone, according to research by Merkle (PDF).

• • Email and search marketing retain the greatest influence on consumers’ online buying behaviors, according to a study by Forrester Research and GSI Commerce.

• • 89.2% of marketing managers say email remains as important or more important to their overall marketing strategy compared with two years ago, according to an EmailVision study.

• • For 2012, more business leaders plan to increase spend on email marketing than any other channel, according to a study by StrongMail and Zoomerang.

Interesting statistics for discussion

Fully 75% of brands that use automated, event-triggered, email marketing programs (also called lifecycle email marketing) say these campaigns generate better results than traditional blast campaigns, including increased subscriber engagement (67%), increased campaign performance (55%), higher customer satisfaction and retention (54%), higher ROI (45%), and increased revenue (46%), according to a StrongMail survey.

Source - MarketingProfs

Appliance-level SPAM filters (Postini, Barracuda…etc) will almost immediately interpret “sent by vendor” domains as Spam and will drop them in a junkmail folder

Rapid migration away from low-end email blast tools to nurture-style campaigns The Cheap Email Effect = Fatigued Inbox & Overworked Spam

Filters lead to weak messages/campaigns Focus on delivering content and value in email Multi-step campaigns designed to “Hold the Reader’s Attention” Integrated with CRM Part of a larger communication strategy Messaging is moving away from “buy me now”….to “I want to teach

you first…and sell you when you’re ready”

What’s Hot

Single biggest driver of open ratesKeep simple, honest and compelling45-65 characters maxAvoid obvious issues – Free, Offer, Expire – or adjectives that are over the top (Massive, huge)Avoid Characters in subject lines *&%$@!

In the junk folder because of the subject lineIn the junk folder because of the subject line

Back to Basics - Subject Lines

B2B deliverability is based on your ability to get through Appliance-level filters – Postini, Barracuda…etc.

Black Listing is not as applicable in B2B – more relevant for public ISP – AOL, GMAIL….etc.

“Sent on behalf of” email domain is a spam filter death sentence Once a filter flags an ESP like this as spam….anyone hitting that

filter…even from a different company could be grey-listed automatically y the filter….

This is the Cheap Email Effect

Spam Filters

The Cheap Email Effect

ABC, Inc.

Co

rpora

te S

pa

m F

ilter

1 Company uses email tool

Saturates persons at Company ABC, Inc. with email with ESP domain

Person flags ESP domain as spam

All other companies using ESP – marketing to ABC, Inc. no longer get through

Requirements of the CAN-SPAM Act

There must be a clear and conspicuous remove function available to the recipient for 30 days after the email was sent. This is also known as an “Opt Out” function.

Implement opt-out requests within 10 business days. Opt-outs must be communicated to all customer contact points within your company, added to your suppression lists

Provide a valid physical postal address of the sender so that potential clients or prospects can mail you their request for opting out. The law requires just a postal address.

The CAN-SPAM Act requires that you clearly “label” your email as an advertisement. This is not required for those who have already opted in to receive information from your company. This requirement is for those non-opted-in clients and for all prospect emailing campaigns.

You must use a valid sender or header information. The CAN-SPAM Act requires that both of these fields are not misleading or false in any way.

You must use valid subject information. the Subject line must reflect the intent of the e-mail message and not be misleading in any way.

What is Spam

Be relevant – deliver the right content to the right people Always lead with educational content Always ask if you can send more Create opt-ins on everything (forms, blogs, emails…etc.) Build long-term trust in your house file

Avoiding the Spam Moniker

Image sizing – know the size of the image you are replacing – re-size your image before loading into the editor

Adding new content – should be done via adding tables within tables

Get 1-4 good templates created and re-use Settle on a standard banner

Working with HTML templates

Main image banner – top Main text/message body – left Images/call to action right Use summary/bullet points Shoot for attention span of @

25-35 seconds Think AdWords landing page

design Images on right because of

outlook preview pane

Design

Email should be designed with Outlook preview pane in mind

Unsubscribe comes through VERY nicely though???

Emails that are image heavy on left don’t look good in preview mode

Too many images may scare people into not opening

This text should have rendered in the preview pane

Design

Use a quality Spam rule checking solution against your finished HTML Review rules on the open-source SpamAssassin Test against multiple email clients – but stay focused on Outlook Have an internal seed list – 3-4 people – to give an email sanity check For larger volume campaigns – consider an A/B Test against subject

lines at a minimum

Testing

There can be only one Limit/eliminate links to your website in emails Use big buttons – include text link underneath For assets like white papers – use thumbnail images Assets don’t necessarily require forms if you have the click metrics If using forms for assets like white papers – use trigger emails to fulfill

Call to action

Social has not killed email

Don’t believe the hype

Content-driven Responsive – to behavior, demographics Moving away from traditional load and blast to nurture-style Smaller segments – more targeted content Automated – respond to a trigger, event, change Involve sales in the campaign flow

B2B Email marketing campaigns

Nearly one-half of consumers (46%) unsubscribe from email when they feel it isn’t relevant to them, according to a study from the CMO Council and InfoPrint Solutions. In addition, 22% have quit purchasing from companies that send them irrelevant email, while another 41% would consider doing the same. (Source – MarketingProfs)

Bulk /Broadcast email – Single, linear email with 1 message and 1 call to action sent en masse to a list or segment.

Drip – Series of pre-built emails sent on calendar dates to groups of people for a specific reason. Examples are webinar invitations and monthly newsletter. They key is “Calendar Date”

Trigger- Single email (auto-responder) sent to an individual based on the activation of some form of trigger. The send date/time is relative to the action or relative to the previous trigger email

Nurture – Combination of marketing & sales actions tied to a fully-automated communication stream designed to deliver relevant content to dynamic segments/groups

Most common b2b email campaigns

Flexible – can trigger off of an action (explicit/implicit), data value change, lead score value

Higher open rates – up to 60% in some cases Content hogs – automated, triggered, multi-step campaigns devour

content at an alarming rate….are you ready for that?

The effects of triggered email

Fully 75% of brands that use automated, event-triggered, email marketing programs (also called lifecycle email marketing) say these campaigns generate better results than traditional blast campaigns, including increased subscriber engagement (67%), increased campaign performance (55%), higher customer satisfaction and retention (54%), higher ROI (45%), and increased revenue (46%), according to a StrongMail survey.

Multi-step, content-drive campaigns consume massive amounts of….content!

White papers, webinars, eBooks, Blogs, Articles, case studies, infographics

Build, buy or both? Content strategy before campaign execution

The content conundrum

Jupiter Research (in “The ROI of E-mail Relevance”) found that behaviorally-targeted trigger email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email

Some report open rates as much as 70% higher than broadcast email

Next generation email uses cookies to identify web visitors Follows behavior from click through to web visit to post campaign web

visits Metrics gathered are much more valuable than traditional email data Data is presented to sales inside of CRM Alerts are triggered when targeted activity occurs

Email to web

Moving from Blast to Nurture campaigns1.Develop your content map2.Develop your segments (existing and new)\3.Develop your content funnel4.Develop outbound and inbound variants 5.Establish your rules for sales engagement

Getting started

Content Funnel

Highest impact and value – webinars, research – why we are experts

Customer success – why we can help

Product information – why you should buy from us

Request to engage with sales – let us show you how and why

Sketch it out

First TouchDemandMetric WP

Second TouchOn-Demand Webinar

Third TouchMS CRM Case Study

Subject Swap 1DemandMetric WP2-days

Subject Swap 2DemandMetric WP3 days

Subject Swap 1On Demand Webinar2-days

Subject Swap 1MS CRM Case Study2-days

Fourth TouchProduct Data Sheet

Fifth TouchSign up for Demo

How does someone enter a campaign flow At what point do we take out or re-direct? At what stage does sales get alerted How long should the flow last? What KPI’s are in place to measure effectiveness Can individual assets be reported on for effectiveness How can you add new assets to an existing flow?

Establish enrollment rules

Demonstration of SalesFUSION

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